Mona Hosiery Insists On Walking Steadily On Two Legs.

In the interview, the reporter found that one of the successful experiences of Mona Hosiery Industry was that it began to take the initiative to adjust from the end of 2005, and persisted in the parallel development of the domestic and international two markets, and insisted on the "two leg route".

This can be seen from the sales network layout of "Mona Hosiery Industry": the professional company established in 1994 has 168 sales agents, 32 sales branches and 163 franchised stores in various provinces and municipalities in China, and has branches or offices in New York, Italy, Milan and Moscow, Russia, and has a professional export team of 76 people. These people can speak one or more foreign languages.

Should be "city" and then in 1994, at that time, Taiwan bosses had sold the socks for 2 million 300 thousand years, and felt the market situation changed. They realized that there was not much prospect for selling socks by a small stall. At that time, the manufacturers were basically blank. So he invested $78 in Yiwu with Zong Chengying, a cousin in Shantou, who made lace lace, and introduced a small stocking production company in Italy's Rona real estate hosiery machine.

Now, when the staff of "Mona Hosiery Industry" talk about this matter, they are all thankful. Zong Keping, a nephew of Zong Gu Yin, said in an interview with the media that (uncle) was the first one to build a stocking factory in Yiwu and had his own product. Otherwise, today they will still be able to expand the business as well as the businessmen who buy and sell in Yiwu. "In 2000, we bought more than 200 mu of land to expand the scale of production. "Zong Keping said.

In 2006, as the development of "Mona Hosiery Industry" developed smoothly, Mune Akane obviously felt the unpredictable situation of the export market. China's textile export trade is facing more and more problems such as technical standards and environmental standards. Although the "Mona Hosiery Industry" has passed the detailed investigation of the world's retail giant KNART and WAL-MART, and the American CSCC certification and WRAP certification and European M/S certification and other amulets, Mune Akane still solemnly suggested that the proportion of two domestic and foreign markets must be balanced.

At the same time, after the strategy has been established, the Zong Gu sound, which has been struggling in the market, has not followed dogma, but has adopted flexible measures. "The ratio of 1 to 1 is the best at home and abroad, but the major customers abroad are good customers. "Zong Gu Yin said in an interview with our reporter:" foreign markets have developed, but we have not loosened the domestic market. We have invested a lot of energy in both channels and brands. "

Perhaps it is this strategy based on pragmatism that enables the "Mona Hosiery Industry" to calmly face the economic pressure from all sides and achieve steady development. In 2007, the sales volume of Mona Hosiery Industry was nearly 700 million yuan, of which the export volume was $73 million.

At the beginning of 2007, the company has predicted that the subprime crisis might have an impact on the United States' real economy and has gradually shifted its export market to Europe, Zong told the newspaper. "At present, the financial crisis has spread to Europe, and the company has decided to expand the domestic market and gradually increase the share of domestic sales. "

The market is everywhere. Influenced by the Zhonggui faction of the management, Mune Akane realized that the essence of the market is a mechanism, which exists outside the enterprise, and also exists in the enterprise. Therefore, he gradually introduced some market-based methods in management to improve the quality and reduce wastage.

For example, at present, Mona has 7 production lines, and each production line is classified as a separate accounting unit. After each order is arrived, the planning department will arrange the plan according to the delivery date and type of the order, and compete with the qualified production units. Who can guarantee the uniform quality and get the lowest price, who will be able to get the order. At the same time, in order to save costs, raw materials are still purchased by Mona unified, and then sold to each factory at the price. In order to avoid the exclusive possession of certain equipment in a factory, Mona will have the same equipment arranged on at least two production lines. For factory directors, we should not only take orders at competitive prices, but also take account of the quality and intensity of work and the wages of workers, so as to avoid the loss of workers.

In the eyes of outsiders, the "Zong Gu Yin", which began to start business at the age of 16, seems to have been favored by lucky people. However, for those familiar with him, this is mainly because he can always combine his fate and choice with the trend and direction of national economic development, and become a business by the power of the country.

Among them, the most classic case is to catch the Olympic express bus.

From 1994 to 2003, the "Mona Hosiery Industry", like other manufacturing companies, lived in a leisurely way of "machines that are open for 24 hours, production is not up to order". But by 2004, as the cost increased year by year, the short board of the brand became more and more obvious. At this time, Zong Gu Yin quietly eyed the Olympic Games.

With the idea of "the Olympic economy is a big cake and unlimited business opportunities", Zong Gu Lin excitedly came to Beijing Olympic Organizing Committee to discuss cooperation. Even when he was told that "socks enterprises were exclusive suppliers and had no precedent in Olympic history", Mune Akane still did not give up. He participated in the meetings and activities of the Beijing Olympic Organizing Committee again and again, seized all opportunities to introduce Mona, and constantly expressed his strong desire to cooperate with the Beijing Olympic Committee.

Perhaps he was moved by his sincerity, perhaps because of the excellent quality of Mona, the certification of national inspection free products, Chinese famous brand products, China famous trademark, and the American global garment production social responsibility organization and so on. In March 1, 2006, the signing ceremony of the Olympic socks sole supplier was held at Beijing Hotel. Under the gaze of more than 400 guests, Mune Akane announced that Mona not only became the sole supplier of Olympic products, but also became the first hosiery supplier in Olympic history.

From then on, the "Mona Hosiery Industry" jumped to a new platform. After becoming the exclusive supplier of Olympic products, the Mona hosiery industry invested about 3000000 yuan to the exclusive Olympic title countdown 2nd anniversary party, and later became the designated authorized agent of NBA and Disney socks products in China.

The effect was immediate. In the first half of 2006, the sales revenue of Mona Hosiery Industry doubled in China. Another advantage of the Olympic Games to the "Mona Hosiery Industry" is that it has reversed the channel structure. At present, there are 4 formats of socks in China: wholesale, large supermarkets, shopping malls and exclusive stores. Originally, 95% of Mona's domestic sales were wholesale and large supermarkets. Now, "Mona hosiery" not only stores all over the country, but also rents offices at the top floor of Broadway 1400, New York, which specializes in American dealers.

The channels are increasingly diversified and the brand has been effectively promoted. These have laid a solid foundation for the further development of Mona Hosiery Industry.

Now, the hosiery enterprise with the largest capacity in the world and the 6 consecutive year's export volume in the first camp has another action: to take advantage of the capital market to realize the enterprise's upgrading again.

"Now the economic situation is not good," 1; Mona Hosiery Industry 1; why do we choose to take advantage of the capital market to upgrade? "In the face of questions from reporters, Zong Gu Yin said," the purpose of listing is to standardize the development of enterprises. Now, enterprises have completed the restructuring according to the requirements. Besides, it will take quite a while to pass approval and formal listing. I think the market situation has improved at that time. "

Maybe this time, he was right again.